social media won't kill tv

April 8, 2009 ·




today i had the good fortune of being on a panel at mesh conference for the 'managing your ad buy' session. during the session i made the above claim. i thought it warranted more context and explanation than the short panel allowed for.

i can't recall how this came up, but i do believe the truth in it. i also can't remember if i did mention a :30 second spot specifically, because that i do not believe. the :30 second spot is becoming a dinosaur and will likely die off. how soon, i don't know. i just know our attention to and desire to watch that length of advertising is waning. shorter length tv ads is the future of that medium. but this change won't be because of social media. it's just changing consumer preference and control over their experiences and time.

the greater context here is in traditional media vs. social media and if the latter will eliminate the former. while i don't think this will ever happen, if it does, it won't be soon. some media will definitely die, no question. i'm looking at you printed media. at least not in their current format. magazines or newspapers may well survive, they will just be digital devices and not pages. that is if publishers ever decide to change before their brands stubbornly perish because they won't adapt. i digress.

tv will no doubt evolve and the advertising model will no doubt as well. but that screen will remain or some form of it to view video content for a while. the main reason is that tv is too far ingrained with our culture - yes, even youth culture. as long as there are viable audiences, it can be monetized with ads in some way. it's going to take far more time than even just one generation for tv to expire.

i would also venture that social media is the best thing for tv. social media is about conversations and conversations around content (ie. tv shows, music, movies, sports, etc) are part of the fabric of the space and society as a whole. social media is just a better version of the water cooler. that content just needs to be good enough to warrant conversations. so in that sense, it's fuelling it, not killing it.

there's no doubt people are spending a huge amount of time with social media. it's diminishing tv's importance and the time spent with it. or is it? somewhat, but the proliferation of two-screen activity is such that both are alive and well and used at the same time.

i'd be remiss if i didn't also inject online video into the mix. while not social media, if anything could kill tv in the digital space, it's online video, not social media. but even this is a long way off as the online video experience pales in comparison to that of tv. and computers and tv are going to converge even further so that online video (or on-demand video in general) could end up back on the tv anyway.

tv is on the cusp of a rebirth not death. technology is coming down the pipe that will really rejuvenate the medium and make it more powerful. all the great things about the web and social media are coming to tv and it will change the experience for advertisers, broadcasters and most importantly, consumers.

2 comments:

magazine ads said...
April 9, 2009 at 8:24 AM  

Good information.

In the present economic situation if you are looking to get your message across to people and advertising your business without spending loads of money, then you can opt for traditional outlets like print advertising agencies. These agencies can offer you classified ad space at special discounts. This is also a great opportunity especially if you are setting up a new business or are tight on your advertising budget.

When you use a professional ad agency, you tend to receive an early notice of the special offers and prices and also a considerable reduction in the advertising rate for national press. So help your business grow by promoting it in the low priced publications. Use print media to cut your costs and boost your advertising efforts in this growing economic recession.

Travis St.Denis said...
April 9, 2009 at 9:19 AM  

i allowed the above obviously spammed comment only so i can refute it because i'm like that and i'm tired of protectionism of old media, old companies and old models.

while yes, a media agency (such as the one i am employed at) can provide the value, it is in strategic direction, not because they would reco using magazines. we're not a print media agency, we're a media agency.

it's pretty easy to discount the value of magazines, especially in this economic situation. printed media is inefficient (both in delivery, timeliness and in actual media cost). there is so much more value a company can have from other forms of display advertising online and in search or online classifieds vs. an equivalent (not that there really is one) in print.

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